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Chef Carter and Lola’s Kitchen is a small locally owned business specializing in serving happiness by way of culinary cuisine.  Chef Carter and Lola’s Kitchen was established in 2012 and currently serves in North Carolina in the city of Burlington and surrounding areas with a food truck, catering, and private chef services.  The organization is looking to expand by building brand awareness and introducing digital products.  The purpose of the social media campaign will be to accommodate this.

Ultimately, Chef Carter and Lola’s Kitchen has done a great job accomplishing local success and now wants to broaden their customer base as well as the way(s) they generate streams of income.  The social media campaign will last for the duration of 6 months with a strong focus on building brand awareness online.  The company will also create an ebook as its first official digital product and the campaign will focus on increasing sales conversions for this product. 

The social media campaign will hone in on 3 SMART goals.  The first one being to gain 500 Youtube subscribers within 6 months.  The second SMART goal will be to gain 200 new Facebook followers with the same specified time frame.  The third and final SMART goal for the social media campaign will be to sell 300 eBooks within 6 months.  The KPIs to be measured and tactics for each are as follows:

1. Gain YouTube Subscribers (KPIs)

            1. Increase click-through rate by 5%.

            2. Increase YouTube subscribers by 500.

            3. Increase YouTube likes per video by 20%

Tactics: 

            1. Create engaging videos that resonate with the target audience's interests and needs.

            2. Optimize video SEO by utilizing relevant keywords and compelling thumbnails to improve video visibility in YouTube search results.

            3. Encourage audience engagement by adding calls to action such as: subscribe, like, comment, and share.

2. Increase Facebook Followers (KPIs)

            1. Increase Facebook followers by 200.

            2. Increase post likes by 20%.

            3. Increase post shares by 20%.

Tactics:

            1. Respond promptly to comments and messages, fostering a sense of community and connection

            2. Encourage user-generated content

            3. Create engaging posts that are highly shareable

3. Sell Ebook (KPIs)

            1. Obtain 300 eBook sales

            2. Increase conversion rate on ebook landing page by 10%.

            3. Generate a 3% click-through rate (CTR) on ebook-related social media posts.

Tactics:

            1. Create compelling sales copy        

            2. Offer limited-time discounts:

            3. Leverage social proof by sharing positive reviews, testimonials and posts from reputable bloggers.

The expected ROI for this social media campaign will ultimately be to increase revenue generated via online and digital efforts by 5% within the first 3 months of the campaign.  This will be followed by an additional 5% increase by the end of the second three months.  The ROI will also be a valuable increase of followers and subscribers which will have a positive long-term impact on brand value and validation. 

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